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Keeping customers happy at your busiest times

With our flexible, expert customer service teams, we're supporting William Hill during the sporting calendar’s biggest events.

Capita Customer Management has provided retail and online customer support services to William Hill since 2011, operating 24/7, 365 days a year. We operate multiple channels (phone, SMS, email, web chat) to serve customers more responsively on whichever channel they choose.

The challenge

The Grand National is the UK’s number one betting event – and the biggest race in the world – watched by over 600 million people.

Nearly half of the UK adult population place a bet on the Grand National and, for many, it will be their only bet of the year. For some it will be their first ever betting experience and they may require a bit of extra help. So, for William Hill, one of the oldest and largest bookmakers in the UK, upholding its high levels of customer service on the busiest day of the year requires months of planning.

Our approach

Grand National Day is one of the biggest, single concentrated burst of additional agent hours throughout the year. We bring in over 200 extra agents for the day, many of which are Capita call centre employees from other contract areas. External staff are also recruited specifically for this one shift. All staff involved receive hours of dedicated inbound call centre training, specific to the needs of the Grand National. We also brought in a team of advisors to help with the increased volume of password unlocks, debit and credit card charges, as well as site navigation queries.

We added an automated IVR to route Grand National bets directly to these teams and invested over 200 hours of IT networking and telephony resource to support during the event.

The impact

On race day itself approximately 260 advisors from across Capita Customer Management were in place to support the William Hill team and 10 additional support agents were on hand to answer advisor queries.

The day was a huge success, with:

  • an industry-leading performance PCA (percentage of calls answered) of 99% of tele-betting calls on the day
  • 68,524 bets processed across the entire Aintree Festival
  • over 25,000 total calls answered across all departments.

The atmosphere on the floor was amazing, and everyone got engaged in the thrill of the big race to see if Tiger Roll would emulate Red Rum and win the race for a second consecutive year. The big day itself was well organised and seeing Tiger Roll romp across the finish line to first place made it all the more enjoyable. A big thank you to the team that contributed to making this another great Grand National experience.

Russ Duke

On-Site Client Operation Manager, William Hill

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